DoorDash Market
Usability Testing
Examining navigation patterns, user frustrations, and improvement opportunities by conducting usability testing and analyzing user interactions to enhance the DoorDash Market grocery shopping experience.
This study explores how to improve the DoorDash Market grocery shopping experience by identifying user challenges and opportunities for enhancement through interviews, usability testing, and interaction analysis.
TIMELINE
September-December 2024
ROLE
User Researcher
TEAM SIZE
Hailey Hjort
Brynn Morrison
Bianca Stiles
Me!
TOOLS
Figma
Notion
Miro
Zoom&Otter.ai
PROBLEM
Users faced challenges navigating the DoorDash Market grocery shopping feature, such as difficulty finding items, unclear filtering options, and inefficiencies in the checkout process, leading to inefficiences and a less seamless shopping experience.
With the growing popularity of online grocery shopping, platforms like DoorDash Market aim to provide convenience by integrating grocery delivery into their existing services. However, users often encounter challenges such as difficulty locating specific items, understanding search filters, and navigating a platform primarily designed for restaurant orders.
RESEARCH QUESTIONS
Focusing on usability challenges and opportunities in DoorDash Market, ensuring it supports users effectively while reinforcing DoorDash’s reputation for excellence in local commerce.
-
What strategies do users use to find items without using the search bar?
-
How do users handle out-of-stock items?
-
How do users handle adding more items than available?
FINDINGS
Five main findings revealed several important challenges in DoorDash Market’s grocery shopping feature that impact how users navigate and interact with the app.
Users Rely on Categories and Icons for Navigation
Participants frequently turned to categories and icons to locate items without using the search bar, relying on the app's visual and organizational cues to guide their exploration.
Frustration with Category Organization Impacts User Experience
Participants frequently expressed confusion and frustration when items were not grouped in expected categories, leading to inefficiencies and negative experiences. Misleading or overly general category labels often forced users to backtrack or try multiple sections, creating friction in the shopping process.
Users Prefer the Search Bar for Efficiency
While categories/icons serve as a helpful browsing tool, many participants ultimately preferred the search bar as it offered a more efficient and direct method for locating items. This preference stemmed from frustrations with the time and effort required to navigate categories, especially when items were difficult to find or misplaced.
Users Expect More Guidance and Substitution Options When Items Are Out of Stock
Participants expressed frustration with the absence of features that would suggest alternatives or related products, which forced them to manually search for replacements, adding unnecessary effort and time to their shopping experience.
Users Expect Real-Time Stock Feedback When Adding Items
Users expressed frustration when attempting to add more items to their cart than were available in stock, highlighting a significant gap in the app's real-time stock management feedback. Participants noted that the app allowed them to add items to their cart without warning about low inventory, leading to disappointment and wasted effort during checkout when unavailable items were flagged.
FULL USABILITY REPORT
For more details on the backgrounds, methods, findings, design recommendations, please view the FULL REPORT